Venkatesh Rao writes a fantastic article on Amazon’s strategy.
Amazon’s story is so much like a chess game in fact, that I suspect a fascinating book could be written about it by focusing on just the game. You wouldn’t need emotions, larger-than-life characters or redemptive arcs to make it interesting. You could get all the emotional content you wanted by focusing on the reactions of the others in the water with Amazon, like the human characters in Jaws. If you recall, the shark was pretty expressionless throughout.